Agencies should analyse ROI factors like audience measurement and equivalent advertising value.
Instead of relying solely on print circulation and social followings, PR agencies should take an approach similar to marketing professionals and use audience data to improve ROI. PR professionals should build relationship with writers or publications that rank high on Google for keywords related to their client’s products.
To measure ad-equivalent value for client reporting, PR agencies should leverage search engine KPIs instead of focusing only on metrics like unique visitors per month (UVPMs). Analysing audience measurement by determining monthly search volume for a particular keyword or phrase can help calculate organic clicks.
PR professionals should further analyse the cost-per-click data for those organic results to identify the equivalent advertising value for their clients. Reporting this value-added data to partners can help agencies bolster trust among their clients.
[4 minute read]